So how does this exclusion impact darker-skinned women?
An Essence magazine study found that Black women spend over $7.5 billion annually on beauty products, 80% more on cosmetics and twice as much on skincare than other demographics. Brands should be catering to, not ignoring, the needs of such a profitable market.
Journalist Joan Morgan and Dr. Yaba Blay, the Dan Blue Endowed Chair in political science at North Carolina Central University, started the hashtag #LupitaforMac in 2014 to persuade the cosmetics brand to hire Lupita Nyong'o as a spokeswoman.
"It's not easy being a dark-skinned woman in this society, and it's not easy being a dark-skinned woman within the beauty industry," Blay said in an interview with NewsOne. "There are a lot of compromises that I have had to make throughout my adult life in terms of how to manage my aesthetics. So I just can't walk into your average makeup counter and get my color instantaneously. I definitely can't get my color out of Target and I wouldn't even try."
The Oscar-winner has since gone on to become the face of